APEX has been designed to be THE racing game for true racing enthusiasts. The game transports players into the role of a young race car manufacturing mogul. After inheriting a small garage, the player launches their own high-end sports car company by choosing from among 45 authentic prototype designs and building a cutting edge vehicle to their own specifications. In their quest to be the best, they must take their creations to the track and race against the world's most elite auto manufacturers.

As a simulation style racer, APEX will challenge players to execute real world racing techniques. The title of the game is a racing term that refers to the perfect line a driver should take to execute a turn. To 'hit the apex' is to take a turn at the optimal angle. Taking correct racing lines and powering through turns are techniques that will achieve success in APEX.

APEX will feature several styles of play that lead to hours of varied gameplay in both single and two-player multiplayer modes. Modes include Quick Race, for instant racing action against computer controlled opponents; Time Attack, a challenge to see how fast a single vehicle can complete a course; Story Mode, where the player builds their own prototype vehicle and strives to join the elite of performance automobile manufacturers; and Head-to-Head two-player multiplayer mode for racing against friends in Xbox split screen.